Flipkart to reportedly go app-only from September

Flipkart is likely to acquire a majority stake in online fashion retailer Myntra in what could be the biggest consolidation in India's e-commerce sector. India's leading ecommerce company Flipkart has decided to go app only from September, according to a recent report.

The company's chief product officer Punit Soni informed employees about this development at a recent town hall meeting, the TOI report said.

ET had earlier reported about Flipkart's plan to move to an app-only format within a year. With over 75% of Flipkart's traffic coming through mobile devices, the company's move comes as no surprise.

By going app-only, ecommerce companies will be able to track their customers and they shopping patterns better.

"Myntra's decision in favour of a mobile app-only presence was based on the fact that by April, nearly 90% of its traffic and 70% of its business was coming from mobile phones," said Myntra CTO Shamik Sharma at the recently help ETtech meetup.

Earlier this week, the Tiger Global-backed company launched an image search option on its mobile app that will allow customers to click a picture and search for similar products on Flipkart

ETtech recently conducted a meetup - with Myntra CTO Shamik Sharma, Ex-CEO of FreeCharge Alok Goel, Amit Somani of AngelPrime and Brij Bhasin of Rebright Partners - to discuss whether startups in india should kill their web presence to focus only on their mobile apps or the web platform continues to be important for them.